Pharmaceutical firm BT picks DM for Indon launch

The line extension is expected to launch in two months. Pratama landed the assignment after an eight-way pitch that also included Lowe, DDB Brainstorm, Ogilvy & Mather, J. Walter Thompson, Grey, Perwanal Saatchi and Dwi Sapta. Abhay Kapoor, Pratama's technical advisor, said the new offer was a line extension and would serve a completely new consumer segment. Kapoor refused to disclose the nature of the product, only to say the upcoming launch was more complex than a previous campaign the agency had executed to launch BT's Extra Joss Kids, an energy drink for children. Pratama handles media for all BT products, which totals US$8 million annually.